Trojan gives first British television orgasm to Big Brother

LONDON - Trojan condoms has paid £100,000 for a 20-second advertising slot during the first episode of 'Big Brother' this Friday, promising viewers to bring the first orgasm to British television.

The spot has been created by Media Therapy as part of the "Faces" campaign, which promotes Trojan's "shared pleasure" condoms.

In a move that would have the late Mary Whitehouse up in arms, the ad will show a couple having sex, focusing on a woman having an orgasm. The spot has been cleared by the BACC to be shown after 9pm, but conservative pressure group Mediawatch has already dubbed it "irresponsible", saying that children are still likely to be watching at that hour.

The ad will be screened during the first instalment of 'Big Brother' on Channel 4 and will run again later this year in July. The TV ad has been preceeded by a poster campaign along the same lines, which broke in March. Media for the campaign is by Carat.

The ad was created by Neale Hunt, creative director at Media Therapy, and art director Andy Tye. It was directed by Ed Robinson through the Viral Factory.

Coaxing the actors to give realistic performances proved to be a challenge for the creative team. Hunt said: "Can you imagine sitting opposite 20 guys and asking to see their most intimate orgasm face? But I have to say, Ed Robinson was the man, he was a complete genius."

Trojan is claiming that its placement during 'Big Brother' will give fans of the show the long-awaited first bonk, after UK contestants have proven reluctant to go all the way in the name of reality television.

At the same time, Channel 4 is still hoping to get the Holy Grail of reality television broadcasting by locking up all the alcohol until contestants start to get flirty, at which point they will be allowed access to the booze cabinet, according to a report in The Sun today.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published